By  on March 1, 2002

NEW YORK -- Everything's coming up roses at Sonia Rykiel. The company, which launched Rykiel Rose eau de parfum last September, is now gearing up for another rose-inspired launch -- Rykiel Rose eau de toilette. And according to Keith Hunter, director of marketing for fragrances and cosmetics at Prestilux, which distributes the Rykiel fragrances in North America, the eau de toilette is more than just a lighter version of the original -- it has a different composition. "It's a more transparent version," he said. "White flowers were added to make it fresh." The eau de toilette has notes of pomegranate, freesia, Japanese cherry tree, lotus flower, jasmine petals, seringa flowers, may tree, Turkish rose, Bulgarian rose, heliotrope, teak wood, sandalwood and white musks.

"It really is a different fragrance," noted Veronique Hamel, senior vice president of retail sales and marketing for North America.

The company scaled back distribution in the U.S. from nearly 400 doors to 225 doors. The fragrances can now be found in select department stores such as Macy's, Nordstrom and Burdines as well as in Sonia Rykiel boutiques. The scents are in over 800 doors across Europe and Asia.

The eau de toilette launched last month internationally and is set to ship within the U.S. next week and hit counters in April. The new line includes three sizes of the eau de toilette: a 1-oz. bottle will retail for $35, a 1.7-oz. bottle for $50 and a 3.4-oz. bottle for $70. Industry sources estimate that Rykiel Rose can bring in retail sales of $1.5 million within the U.S. -- 60 percent of that from the eau de toilette version.

A gift-with-purchase -- featuring a mini bottle of Rykiel Rose eau de toilette and a scented lotion in a small makeup case -- will accompany the purchase of a 1.7-oz. bottle.

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